This is module 6 of the SMART Sales System, where we discuss how to improve and simplify the sales process. The sales process isn’t particularly exciting, but it is actually one of the most important modules in our training program. The SMART Sales System is designed to improve and optimize what you say and ask, and what we discuss in this video and training module can completely change what you say, and I will show you that as we go through each step.
We have broken the sales process down into four steps: 1) Initial Contact, 2) Conversation, 3) Explanation, and 4) Purchase. These sales process steps work for just about every product or service.
Initial Contact
This is the first time you are reaching out and interacting with the prospect. In most cases, this will be a cold call or cold email, but it could also be meeting someone while networking or talking to a prospect who contacts or comes to your business.
A few things to keep in mind with the Initial Contact are that you want to keep the interaction to 2 to 5 minutes. Anything longer than that and you are either trying to do too much in the Initial Contact step, or you have progressed to the next step in the sales process.
You also want to ensure the Initial Contact’s attention and focus remain on the prospect. A good way to divide attention is to allocate 80% to the prospect and 20% to your product and company.
An important detail about the Initial Contact and this sales process is that the close in the Initial Contact is not for the product—it is for the next step in the sales process: simply talking more and having a conversation.
Conversation
The second step in the sales process is to have a longer, more established conversation with the prospect. In most cases, this will be an appointment, meeting, or call scheduled for another day.
You should try to keep the conversation between 15 to 30 minutes. Attention and focus can start to balance out, with 50% on the prospect and 50% on your product and company.
The close at the end of the conversation is still not the product; it is to close the prospect on talking more about how you can help them.
Explanation
The third step in the sales process is the Explanation. This is your main opportunity to explain what you sell, how it can help the prospect, and why they should buy from you. In most cases, this will be a presentation or demonstration. But for products that are not that complex, this is the delivery of a quote or proposal.
The Explanation should be between 30 to 60 minutes, and the attention divide can be 20% on the prospect and 80% on your product and company. And the close at the end of the Explanation if for the product and trying to get the prospect to move forward with a purchase.
